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Discover Boating returns to the American Century Championship this weekend, July 8–12, in Lake Tahoe, continuing its partnership with NBC Sports to showcase boating on one of summer's biggest stages.

Now in its fourth year, the activation has become one of Discover Boating's premier consumer-facing marketing opportunities, placing recreational boating in front of millions of sports fans, outdoor enthusiasts and experience-driven consumers through national television, digital media and immersive on-site experiences. By reaching audiences in an environment where boating naturally fits, Discover Boating is expanding awareness of the lifestyle and inspiring more people to consider getting out on the water.

What's New for 2026

Building on the momentum of previous years, Discover Boating is expanding its presence throughout the tournament with its largest fan experience to date.

• National Broadcast Exposure: Discover Boating's partnership with NBC Sports will deliver visibility far beyond Lake Tahoe through:
  • The return of the Discover Boating Boat Cam during LIVE tournament coverage Friday through Sunday
  • Two Discover Boating television commercials airing during NBC, Peacock and Golf Channel broadcasts
  • Course-wide branding, featured hole signage and Discover Boating-branded caddie bibs
  • Consistent Discover Boating branding throughout fan engagement spaces and across event content

Together, these elements ensure boating remains part of the national conversation throughout one of summer's premier sporting events.

• Expanded Fan Engagement: Fans will have two fully branded Discover Boating destinations staffed by trained brand ambassadors, including a Fan Village activation and the Discover Boating Mobile Bow located between Holes 17 and 18—one of the tournament's busiest spectator areas. A new interactive "On-Water" Putting Challenge will debut at both locations, near the iconic 17th hole. 
• Bringing the Boating Lifestyle to Life: Returning NFL sideline reporter and Discover Boating content creator Lauren Screeden will capture the Discover Boating experience throughout tournament week, sharing stories from the golf course, shoreline, fan activations and on the water. Discover Boating ambassador, Gary Sheffield, also returns to the tournament, helping showcase his passion for boating and fishing while representing the brand throughout the event. An MRAA member dealer will once again provide a dedicated Discover Boating boat to support on-water interviews, content creation and immersive experiences.
• Supporting Stewardship on Lake Tahoe: Discover Boating will also participate in a networking event supporting Keep Tahoe Blue, bringing together industry partners and local stakeholders to promote responsible boating, environmental stewardship and shared efforts to help preserve Lake Tahoe for future generations.

Building Awareness That Benefits the Entire Industry

The American Century Championship continues to be an impactful opportunity for Discover Boating to introduce boating to audiences beyond the traditional marine marketplace. Every fan who visits an onsite Discover Boating activation, watches a tournament broadcast or engages with event content represents another opportunity to introduce someone to recreational boating. Those moments of awareness help build the foundation for future interest, engagement and ultimately participation, supporting long-term growth across the entire recreational boating industry.

Don’t miss the live coverage this weekend on NBC and Golf Channel and follow @DiscoverBoating on social media for exclusive content and real-time updates from the event.